Mitzvah Campaigns
Encyclopedia
Mitzvah Campaigns, or Mivtzo'im (Heb.
מבצעים) is a term coined by the Lubavitcher Rebbe
, Rabbi Menachem Mendel Schneerson
, leader of the Chabad
movement, to refer to his various initiatives calling his followers, and all Jews, to reach out to less affiliated Jews and encourage them to undertake specific practices of Orthodox Judaism
. The Rebbe suggested ten possible "beginner's mitzvot" -- precepts which, because of their centrality to the Torah's guide to life, are ideally suited for a first experience of the mitzvah connection.
ופרצת) "you shall spread out." The origin of this phrase is in God's words to Ya'akov
, "You shall spread out to the west, to the east, to the north, and to the south." Rabbi Schneerson would use it in a borrowed sense to refer to the global scale of the outreach activities that he was calling for.
Rabbi Schneerson's general outreach activity began already in the early years of leadership, but was accelerated with the call for encouraging these specific practices.
to influence all male Jews, regardless of their level of religious observance, to fulfill the mitzvah
of Tefillin
(phylacteries) daily. Rabbi Schneerson announced this campaign two days before the outbreak of the Six Day War, on June 3, 1967. After the victory of the Six Day War and the liberation of the Western Wall, Rabbi Schneerson intensified this call, and his Hasidim
gave hundreds of thousands of Jews the opportunity to don tefillin, many for the first time. "A cable arrived from the Rebbe with instructions to intensify the 'Action Tefillin' throughout Israel, and to immediately establish a Tefillin booth near the Wall where even those who did not regularly observe Tefillin be given the opportunity to do so."
The campaign received some opposition at first. Over the course of that summer, some torah
observant Jews raised halachik questions about the propriety of the campaign. In the fall, Rabbi Schneerson publicly addressed these issues at the farbrengen
of parashat bereshit that year, later published in the rabbi's books of Likkutei Sichos
. Shortly afterward, the yearly conference of the heads of the World Agudath Israel
took place, at which one of the speakers publicly criticized Rabbi Schneerson and the tefillin campaign. Rabbi Schneerson responded to this criticism at the farbrengen of parashat toledot
that year.
On one occasion Rabbi Schneerson gave two reasons for his particular choice of campaign, saying, "The first reason is that there is a passage in the Talmud
ic tractate of Rosh Hashanah which says that once a Jew wears Tefillin on his head—even one time in his life—he falls into a different category as a Jew." Secondly, "When a Jew in Miami sees pictures of Jews at the Western Wall
wearing Tefillin, he gets an urge to put on Tefillin himself."
youth group to carry out this campaign. He instructed that all the letters should be purchased prior to the beginning of writing the scroll since he claimed that purchasing a letter in a Torah scroll unites that person with all the other Jews who had purchased letters in the same scroll.
Former Chief Rabbi of Israel Mordechai Eliyahu
declared of this campaign, "Only a brilliant mind like our master and teacher, genius and splendor of the generation, the holy Rebbe of Lubavitch, may he live long, can come up with such a grand idea of uniting Jewish children through the writing of letters in a Torah scroll. Indeed, only within Torah, and through Torah, is the true unity of close friendship, love, brotherliness, peace, and companionship possible. We must learn from the Rebbe, and we must do everything in our power to ensure that not a single Jewish child remains without Torah, G-d forbid."
In 1974-1975 he called for
In 1975-1976 he called for
From then on Rabbi Schneerson would refer to these outreach activities as "the ten general Mitzvah Campaigns." He emphasised their importance, saying:
Furthermore, he stressed a joyful approach to outreach:
He also stressed warmth and friendliness:
He taught that the Jewish education and love your fellow Jew campaigns are all-encompassing campaigns, of which all the other campaigns are a subset.
Rabbi Schneerson called for intensive activities in the Noahide Campaign
, calling on every Jew to reach out to non-Jews to teach and encourage them to adopt the Noahide laws
and study Chasidic philosophy.
The goal is to spread the concept of divine unity as understood by Chasidic philosophy.
Hebrew language
Hebrew is a Semitic language of the Afroasiatic language family. Culturally, is it considered by Jews and other religious groups as the language of the Jewish people, though other Jewish languages had originated among diaspora Jews, and the Hebrew language is also used by non-Jewish groups, such...
מבצעים) is a term coined by the Lubavitcher Rebbe
Rebbe
Rebbe , which means master, teacher, or mentor, is a Yiddish word derived from the Hebrew word Rabbi. It often refers to the leader of a Hasidic Jewish movement...
, Rabbi Menachem Mendel Schneerson
Menachem Mendel Schneerson
Menachem Mendel Schneerson , known as the Lubavitcher Rebbe or just the Rebbe among his followers, was a prominent Hasidic rabbi who was the seventh and last Rebbe of the Chabad-Lubavitch movement. He was fifth in a direct paternal line to the third Chabad-Lubavitch Rebbe, Menachem Mendel...
, leader of the Chabad
Chabad
Chabad or Chabad-Lubavitch is a major branch of Hasidic Judaism.Chabad may also refer to:*Chabad-Strashelye, a defunct branch of the Chabad school of Hasidic Judaism*Chabad-Kapust or Kapust, a defunct branch of the Chabad school of Hasidic Judaism...
movement, to refer to his various initiatives calling his followers, and all Jews, to reach out to less affiliated Jews and encourage them to undertake specific practices of Orthodox Judaism
Orthodox Judaism
Orthodox Judaism , is the approach to Judaism which adheres to the traditional interpretation and application of the laws and ethics of the Torah as legislated in the Talmudic texts by the Sanhedrin and subsequently developed and applied by the later authorities known as the Gaonim, Rishonim, and...
. The Rebbe suggested ten possible "beginner's mitzvot" -- precepts which, because of their centrality to the Torah's guide to life, are ideally suited for a first experience of the mitzvah connection.
"You shall spread out"
He encapsulated his outreach activity in the slogan of "Uforatzto" (Heb.Hebrew language
Hebrew is a Semitic language of the Afroasiatic language family. Culturally, is it considered by Jews and other religious groups as the language of the Jewish people, though other Jewish languages had originated among diaspora Jews, and the Hebrew language is also used by non-Jewish groups, such...
ופרצת) "you shall spread out." The origin of this phrase is in God's words to Ya'akov
Jacob
Jacob "heel" or "leg-puller"), also later known as Israel , as described in the Hebrew Bible, the Talmud, the New Testament and the Qur'an was the third patriarch of the Hebrew people with whom God made a covenant, and ancestor of the tribes of Israel, which were named after his descendants.In the...
, "You shall spread out to the west, to the east, to the north, and to the south." Rabbi Schneerson would use it in a borrowed sense to refer to the global scale of the outreach activities that he was calling for.
Rabbi Schneerson's general outreach activity began already in the early years of leadership, but was accelerated with the call for encouraging these specific practices.
Tefillin campaign
The first Mitzvah Campaign was the Tefillin campaign, an international campaign by Chabad HasidimHasidic Judaism
Hasidic Judaism or Hasidism, from the Hebrew —Ḥasidut in Sephardi, Chasidus in Ashkenazi, meaning "piety" , is a branch of Orthodox Judaism that promotes spirituality and joy through the popularisation and internalisation of Jewish mysticism as the fundamental aspects of the Jewish faith...
to influence all male Jews, regardless of their level of religious observance, to fulfill the mitzvah
Mitzvah
The primary meaning of the Hebrew word refers to precepts and commandments as commanded by God...
of Tefillin
Tefillin
Tefillin also called phylacteries are a set of small black leather boxes containing scrolls of parchment inscribed with verses from the Torah, which are worn by observant Jews during weekday morning prayers. Although "tefillin" is technically the plural form , it is loosely used as a singular as...
(phylacteries) daily. Rabbi Schneerson announced this campaign two days before the outbreak of the Six Day War, on June 3, 1967. After the victory of the Six Day War and the liberation of the Western Wall, Rabbi Schneerson intensified this call, and his Hasidim
Hasidic Judaism
Hasidic Judaism or Hasidism, from the Hebrew —Ḥasidut in Sephardi, Chasidus in Ashkenazi, meaning "piety" , is a branch of Orthodox Judaism that promotes spirituality and joy through the popularisation and internalisation of Jewish mysticism as the fundamental aspects of the Jewish faith...
gave hundreds of thousands of Jews the opportunity to don tefillin, many for the first time. "A cable arrived from the Rebbe with instructions to intensify the 'Action Tefillin' throughout Israel, and to immediately establish a Tefillin booth near the Wall where even those who did not regularly observe Tefillin be given the opportunity to do so."
The campaign received some opposition at first. Over the course of that summer, some torah
Torah
Torah- A scroll containing the first five books of the BibleThe Torah , is name given by Jews to the first five books of the bible—Genesis , Exodus , Leviticus , Numbers and Deuteronomy Torah- A scroll containing the first five books of the BibleThe Torah , is name given by Jews to the first five...
observant Jews raised halachik questions about the propriety of the campaign. In the fall, Rabbi Schneerson publicly addressed these issues at the farbrengen
Farbrengen
A Farbrengen is a Hasidic gathering. This term is only used by Chabad-Lubavitch Hasidim, as other Hasidim have a Tish. It may consist of explanations of general Torah subjects, with an emphasis on Hasidic philosophy, relating of Hasidic stories, and lively Hasidic melodies, with refreshments being...
of parashat bereshit that year, later published in the rabbi's books of Likkutei Sichos
Likkutei Sichos
Likkutei Sichos, lit. "Collected Talks," is an anthology of essays by the Lubavitcher Rebbe, Rabbi Menachem Mendel Schneerson, relating to the weekly portion of the Torah and special occasions in the Jewish and Hasidic calendar....
. Shortly afterward, the yearly conference of the heads of the World Agudath Israel
World Agudath Israel
World Agudath Israel , usually known as the Aguda, was established in the early twentieth century as the political arm of Ashkenazi Torah Judaism, in succession to Agudas Shlumei Emunei Yisroel...
took place, at which one of the speakers publicly criticized Rabbi Schneerson and the tefillin campaign. Rabbi Schneerson responded to this criticism at the farbrengen of parashat toledot
Toledot
Toledot, Toldot, or Tol'doth is the sixth weekly Torah portion in the annual Jewish cycle of Torah reading. It constitutes Genesis...
that year.
On one occasion Rabbi Schneerson gave two reasons for his particular choice of campaign, saying, "The first reason is that there is a passage in the Talmud
Talmud
The Talmud is a central text of mainstream Judaism. It takes the form of a record of rabbinic discussions pertaining to Jewish law, ethics, philosophy, customs and history....
ic tractate of Rosh Hashanah which says that once a Jew wears Tefillin on his head—even one time in his life—he falls into a different category as a Jew." Secondly, "When a Jew in Miami sees pictures of Jews at the Western Wall
Western Wall
The Western Wall, Wailing Wall or Kotel is located in the Old City of Jerusalem at the foot of the western side of the Temple Mount...
wearing Tefillin, he gets an urge to put on Tefillin himself."
Letter in the Sefer Torah campaign
Schneerson called for Jewish unity by encouraging each Jew to buy a letter in specific Torah scrolls (sefer Torah) and encouraging his followers through the Tzivos HashemTzivos Hashem
Tzivos Hashem, is a Brooklyn, New York based organization that was founded in 1980 by the Lubavitcher Rebbe as a youth group to serve both the physical and spiritual needs of Jewish children.-Participants:...
youth group to carry out this campaign. He instructed that all the letters should be purchased prior to the beginning of writing the scroll since he claimed that purchasing a letter in a Torah scroll unites that person with all the other Jews who had purchased letters in the same scroll.
Former Chief Rabbi of Israel Mordechai Eliyahu
Mordechai Eliyahu
Mordechai Tzemach Eliyahu ) was a prominent rabbi, posek and spiritual leader. He served as the Sephardi Chief Rabbi of Israel from 1983 to 1993.-Biography:...
declared of this campaign, "Only a brilliant mind like our master and teacher, genius and splendor of the generation, the holy Rebbe of Lubavitch, may he live long, can come up with such a grand idea of uniting Jewish children through the writing of letters in a Torah scroll. Indeed, only within Torah, and through Torah, is the true unity of close friendship, love, brotherliness, peace, and companionship possible. We must learn from the Rebbe, and we must do everything in our power to ensure that not a single Jewish child remains without Torah, G-d forbid."
Other campaigns
In 1973-1974 other Mitzvah Campaigns were initiated:- the TorahTorahTorah- A scroll containing the first five books of the BibleThe Torah , is name given by Jews to the first five books of the bible—Genesis , Exodus , Leviticus , Numbers and Deuteronomy Torah- A scroll containing the first five books of the BibleThe Torah , is name given by Jews to the first five...
campaign, that all Jews: men, women, and children, engage in regular Torah study. Of this Rabbi Schneerson said:
- the MezuzahMezuzahA mezuzah is usually a metal or wooden rectangular object that is fastened to a doorpost of a Jewish house. Inside it is a piece of parchment inscribed with specified Hebrew verses from the Torah...
campaign, for every Jewish home to have a Mezuzah on all its doorposts; - the Tzedaka campaign, that every Jewish home have a prominently-displayed charity box, in which all the family members give charity regularly;
- the campaign for all Jewish homes to be filled with Torah books, inspired by the lesson of the city of Yavneh;
- the campaign for Jewish women and girls to light Shabbos and Yom Tov candles with a blessing, starting from age three, and even earlier.
In 1974-1975 he called for
- the Kashrus campaign, for all Jewish homes to follow the laws of keeping Kosher;
- the Family Purity campaign, that married Jewish women should immerse in the mikveh and keep the laws of niddahNiddahNiddah is a Hebrew term describing a woman during menstruation, or a woman who has menstruated and not yet completed the associated requirement of immersion in a mikveh ....
.
In 1975-1976 he called for
- the Jewish educationJewish educationJewish education is the transmission of the tenets, principles and religious laws of Judaism. Due to its emphasis on Torah study, many have commented that Judaism is characterised by "lifelong learning" that extends to adults as much as it does to children.-History:The tradition of Jewish...
campaign, that every Jewish child should study in an Orthodox Jewish school; - the Love your fellow Jew campaign, which he declared should be henceforth listed as the first and the foundation of all the other campaigns.
From then on Rabbi Schneerson would refer to these outreach activities as "the ten general Mitzvah Campaigns." He emphasised their importance, saying:
Furthermore, he stressed a joyful approach to outreach:
He also stressed warmth and friendliness:
He taught that the Jewish education and love your fellow Jew campaigns are all-encompassing campaigns, of which all the other campaigns are a subset.
Seasonal campaigns
Additionally, Rabbi Schneerson called for numerous other campaigns. Some were related to the holidays in that time of year:- the ShofarShofarA shofar is a horn, traditionally that of a ram, used for Jewish religious purposes. Shofar-blowing is incorporated in synagogue services on Rosh Hashanah and Yom Kippur.Shofar come in a variety of sizes.- Bible and rabbinic literature :...
campaign, that all Jews to hear the Shofar on Rosh HashanahRosh HashanahRosh Hashanah , , is the Jewish New Year. It is the first of the High Holy Days or Yamim Nora'im which occur in the autumn...
; - the Four SpeciesFour SpeciesThe four species are four plants mentioned in the Torah as being relevant to Sukkot. Karaite Jews build their Sukkot out of branches from the four specified plants , while Talmudic Jews take three types of branches and one type of fruit which are held together and waved in a special ceremony...
campaign, that all Jews to perform this Mitzvah on Sukkos; - the HanukkahHanukkahHanukkah , also known as the Festival of Lights, is an eight-day Jewish holiday commemorating the rededication of the Holy Temple in Jerusalem at the time of the Maccabean Revolt of the 2nd century BCE...
campaign, to bring the joy of Hanukah to all Jews, encouraging them to fulfill the Mitzvah of lighting the Menorah. Rabbi Schneerson announced this campaign in 1973. About 60,000 menorah's were given out that year. Today, roughly 350,000 are distributed around the world in Russian, Hebrew, French, Spanish and English. Each includes a package of Hanukkah candles and a guide for the blessings.- The Hanukkah campaign also includes a campaign to erect and light large Public MenorahsPublic menorahA public menorah is a large menorah displayed publicly during the Jewish holiday of Hanukkah. It is done to celebrate the holiday and publicize the miracle of Hanukkah, and is typically accompanied by a public event during one of the nights of Hanukkah attended by invited dignitaries who are...
in order to publicize the Hanukkah miracle.
- The Hanukkah campaign also includes a campaign to erect and light large Public Menorahs
- the PurimPurimPurim is a Jewish holiday that commemorates the deliverance of the Jewish people in the ancient Persian Empire from destruction in the wake of a plot by Haman, a story recorded in the Biblical Book of Esther .Purim is celebrated annually according to the Hebrew calendar on the 14th...
campaign, to bring the joy of Purim to all Jews, encouraging them to fulfil the Mitzvos of Purim; - the campaign encouraging all Jews to use Shmurah Matza for the night of the Passover SederPassover SederThe Passover Seder is a Jewish ritual feast that marks the beginning of the Jewish holiday of Passover. It is conducted on the evenings of the 14th day of Nisan in the Hebrew calendar, and on the 15th by traditionally observant Jews living outside Israel. This corresponds to late March or April in...
; - the Lag Ba'OmerLag Ba'omerLag BaOmer , also known as Lag LaOmer amongst Sephardi Jews, is a Jewish holiday celebrated on the thirty-third day of the Counting of the Omer, which occurs on the 18th day of Iyar. One reason given for the holiday is as the day of passing of Rabbi Shimon bar Yochai. Modern Jewish tradition links...
campaign, to bring the joy of Lag Ba'Omer to every Jew, especially by organising Lag Ba'Omer parades for Jewish children; - the campaign that all Jewish children should hear the ten commandments on Shavuos;
- the campaign for all Jews to study Torah on topics related to the Beis HaMikdash during the Three WeeksThe Three WeeksThe Three Weeks or Bein ha-Metzarim is a period of mourning commemorating the destruction of the first and second Jewish Temples...
of mourning.
Other campaigns
Others campaigns applied all year round:- the campaign for all Jews to study Chasidic philosophy;
- the campaign for all Jews to recite before morning prayer the phrase, "I hereby take upon myself to fulfill the positive [Mitzvah], 'Love your fellow as yourself,'" and after prayer to recite the verse, "Indeed, the righteous will extol Your Name; the upright will dwell in Your presence."
- the campaigns against contraceptionContraceptionContraception is the prevention of the fusion of gametes during or after sexual activity. The term contraception is a contraction of contra, which means against, and the word conception, meaning fertilization...
and family planningFamily planningFamily planning is the planning of when to have children, and the use of birth control and other techniques to implement such plans. Other techniques commonly used include sexuality education, prevention and management of sexually transmitted infections, pre-conception counseling and...
; - the campaign for vouchers in parochial schools;
- the campaign against any territorial concessions in the Land of IsraelLand of IsraelThe Land of Israel is the Biblical name for the territory roughly corresponding to the area encompassed by the Southern Levant, also known as Canaan and Palestine, Promised Land and Holy Land. The belief that the area is a God-given homeland of the Jewish people is based on the narrative of the...
; - the campaign against the Law of ReturnLaw of ReturnThe Law of Return is Israeli legislation, passed on 5 July 1950, that gives Jews the right of return and settlement in Israel and gain citizenship...
endorsing non-Orthodox conversions (see Who is a Jew); - the campaign for a Moment of silenceMoment of silenceA moment of silence is the expression for a period of silent contemplation, prayer, reflection, or meditation. Similar to flying a flag at half-mast, a moment of silence is often a gesture of respect, particularly in mourning for those who have recently died or as part of a commemoration ceremony...
in public schools; - the campaign for all Jews to celebrate their Jewish birthdays with a festive gathering, and to undertake to increase in Torah, prayer, and good deeds in the coming year;
- most recently, the campaign for all Jews to study Torah on topics related to belief in the Moshiach and the Jewish redemption; and many more.
Rabbi Schneerson called for intensive activities in the Noahide Campaign
Noahide Campaign
The Noahide Campaign refers to a campaign by Orthodox Jews of the Chabad movement to influence all non-Jews to follow the Noahide Laws. This was one of the Mitzvah campaigns of the Lubavitcher Rebbe, Rabbi Menachem Mendel Schneerson, leader of Chabad....
, calling on every Jew to reach out to non-Jews to teach and encourage them to adopt the Noahide laws
Noahide Laws
The Seven Laws of Noah form the major part of the Noachide Laws, or Noahide Code. This code is a set of moral imperatives that, according to the Talmud, were given by God as a binding set of laws for the "children of Noah" – that is, all of humankind...
and study Chasidic philosophy.
The goal is to spread the concept of divine unity as understood by Chasidic philosophy.